We like to wrap our products up in the comfort of a story.
Stories differentiate, generate word-of-mouth and create meaning for products. It makes the crafting of a story seem like an arcane art left for only a special few.
We forget that they can be succinct and simple.
Take Hoegaarden. The beer became a topic of conversation at a party I attended. It dominated all beer conversation. I enjoyed observing how and why it became such a conversation starter.
See, Hoegaarden’s story is so simple: “Its brewed in Germany”. It makes no other promises. Often, we try so hard to cut through the clutter than we forgot how to celebrate simplicity.